Working with the Media

From small local publications to international newswires, the media’s reach stretches like a spider web, connecting a network of journalists all over the world. Using the media to publicize your events allows you to gain access to their audience. Using the media effectively isn’t difficult, but it does require some background research and a carefully thought out strategy.

Photo: John Rosted

Getting Connected

To start, find out what media outlets are located in your community. Often local libraries have media directories. These directories include the contact information for each media organization. If you do not have access to a media directory, look for a list of media outlets and their contact information in your local phone book.

Compile a list of all the media outlets you would like to target. Media outlets could include:

Newspapers

• Community newspapers
  
• Campus newspapers
  
• NGO, community and church bulletins and newsletters
  
• Weekly entertainment newspapers

Radio

• Local talk and music stations
  
• Campus stations

Television

• Local community stations
  
• Local cable stations

When making your media list keep in mind:

• What newspapers, radio stations and television stations do you and other youth in your community read, listen to and watch?
  
• What audience would you like to reach to publicize your event? What media are popular with this group?
  
• What youth focused media operate in your community?
  

Target the mainstream and independent media and well as specialized publications. Show them how the landmines issue is relevant to their area of focus. For example, landmines can fit into youth, health, entertainment, business and other publications depending on the angle you pitch to the editor.

The next step is to contact the appropriate person at each media organization. Finding a good contact person is very important. If you do not find the appropriate person to pitch your story to it is unlikely you will get any media coverage at all.

Phone or visit the media in person. Ask to speak to the Assignment or News Editor. Smaller publications, bulletins and campus media may not follow the same organizational structure as larger media outlets so your contact person may be the project coordinator, teacher-in-charge or someone else. Explain why you are calling or visiting and hopefully you will be directed to the appropriate reporter, producer, editor, booker or other person.

When speaking to the contact person:

• Explain who you are, what organization you are affiliated with and your involvement with the landmines issue.
• Let the person know what sort of actions you are taking. Make sure they know they are welcome to contact you for more information about upcoming events and that you will contact them in the future with information on upcoming events.
• Try to be as specific as possible and explain what you are doing in terms of fundraising or campaigning in order to end the global scourge of landmines. Also, be sure to talk about the role and interests of youth in taking up this issue as this is the angle that you will know the most about!
• Provide an angle that is relevant to the media organization you have approached. For example, a church newsletter may be interested in the work of their youth group in campaigning against landmines or they may want to interview a religious figure who has supported your campaign. If you are visiting a youth radio station that mainly plays music, ask them to publicize an upcoming dance-a-thon or benefit concert.
• Offer to write articles and send them in to be published. Many campus newspapers and bulletins rely on such contributions to keep their publications thriving. Offer to produce a public service announcement about the landmines issue that could be aired on local community radio or television. If you do the work often local media will be happy to publicize your message.
• If you are visiting in person, give the contact a package with information about the landmines issue. If not, offer to send them information.
• Make sure to get the contact person’s full name, postal address, direct telephone and fax numbers and email address.
• Provide the person with your contact information and times when you can be reached.
• Find out what type of stories the reporter covers and what their deadlines are.
  
  Keep a list of media contacts and add information about the person you have been in touch with, their contact details and the best times to contact them. Update the list regularly to ensure you have accurate contact information. Youth group membership changes frequently. Make sure that when group members move on they leave the media list with an active member to update.

Developing a relationship with the media is very important. Let them know you are available for interviews and stories and that you will keep in touch with them regarding upcoming events and actions.

•  Provide the media with any visual resources you have, including film footage, photos and campaign materials. Often the media will use good photos and video footage in their stories.
• Work within the media’s schedule. Reporters often have very short deadlines. Respect these deadlines by providing them with information in a timely manner and by not making contact when a reporter will be working frantically to meet a deadline. The beginning of the week is usually less busy for reporters in weekly newspapers, the mornings are best for reporters at daily newspapers or evening radio shows and there are certain times of the month when reporters for monthly magazines or newsletters are not too busy. If you don’t know about the deadline for a particular media source then ask!
• Provide reporters with feedback about their stories. Do not be afraid to point out factual errors, but do so pleasantly.